The current state and future of brand experience

The authors discuss the current state and future scenarios of brand experience – a new concept that they contributed to the brand management literature. Specifically, they present three research and practical trends, and marketing challenges: (i) the proliferation of settings and media that evoke br...

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Veröffentlicht in:The journal of brand management 2014-12, Vol.21 (9), p.727-733
Hauptverfasser: Schmitt, Bernd H, Brakus, Joško, Zarantonello, Lia
Format: Artikel
Sprache:eng
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Zusammenfassung:The authors discuss the current state and future scenarios of brand experience – a new concept that they contributed to the brand management literature. Specifically, they present three research and practical trends, and marketing challenges: (i) the proliferation of settings and media that evoke brand experiences; (ii) the role of brands in consumption experiences; and (iii) the need of brand experiences to reach positive psychological outcomes.
ISSN:1350-231X
1479-1803
DOI:10.1057/bm.2014.34